All week I have been writing about the new GateHouse Media program, First in Print. Here's a review of the posts this week:

All week I have been writing about the new GateHouse Media program, First in Print. Here's a review of the posts this week:


How we came up with the First and Print name


Content fit for First in Print


Lake Sun puts First in Print on page 1


And Jean Hodges blogged about the efforts of the State Journal Register and how Canton, Ohio is making First in Print work.


We'll address another topic today: How to promote First in Print


It's recommended that First in Print is placed in an anchored position in print. Possibilities include your front page skybox, near your contact us box on page 2 or in a rail position or somewhere on an inside local news page or a local or regional section front if you have one. You can see an example of the teaser in the sample noted above from the Lake Sun.


Where you decide to put the promotion could dictate how much teaser copy you use. For example, really just headlines should be used in a skybox version, but more room could be dedicated to the promotion if you were to run it in a local news rail, possibly a headline and a summary of each story.


Because these are teasers they also could serve as a navigational tool in print, meaning put the page number of where readers can find the content. That's important because you will be losing useful skybox promotional space if that's where you decide to play the promotion, so you might as well get some navigation promo out of it.


While we believe an anchored position is key to making this a fixture in your print newspaper, you also could offer First in Print teasers in specific stories every day.


Online it's recommended that in a highly visible location - preferably above the "fold" - tease to those same three stories that you did in print, but link to your e-edition or a subscription page. See how www.lenconnect.com is handling their "Sunday in print" promotion. It should be in one of the large teasers on the left side of our site.


There are other ways to handle the teaser, noted in a post a few weeks ago on GHnewsroom from a weekly newspaper in Massachusetts.


Editors should consider writing columns, like Jon Broadbooks in Springfield, Ill., did, explaining the program and why you're doing it.


Promoting First in Print - and doing it in a consistent and clear way every day or week - is what will make this program a success. Print readers should understand the value that they are receiving each day or week and understand that your newspaper's goal is to provide them exclusive content, which they aren't likely to find anywhere else. It's a message that has the potential to engage them in the product, create a connectivity to the newspaper and keep them as long-standing subscribers. And online we're confident that the promotion - because it's driven at content we know traditional print readers love, not content that those fast, breaking online readers want - isn't as likely to drive web readers nutty. In fact, if traditional print readers - and we know there are some who read both print and online - stumble upon the online promotion, there's a chance we'll be able to engage them in a great asset, our e-edition. Next week, I'll talk more specifically about online readers and how to talk to them about this change.


One of the goals of the program is make sure readers understand that we're focused on creating different experiences on both platforms that talk specifically to the strengths of both of those platforms. Print is meant for depth, tons of local names, keepsakes and visuals. Online is meant for engagement, fast-paced news and multimedia. Goals of the platform are different and now we're asking our newspapers to send that message to our readers.